This was originally posted on the Voices of CAA Blog, which got fatally dismembered in a CMS upgrade. A while ago, I read parts of The Lifelong Activist by Hillary Rettig. Rettig comes from a business background, and that strongly influences her take on how to be an effective activist. One idea she brought up was that a lot of what we do as activists is basically marketing. We are trying to “sell” an idea to people, and get them to make a change based on that idea.